It feels like a rite of passage every December to round up the best and worst Christmas ads of the year. No matter how impressive social campaigns become, the classic Christmas TV advert still owns the season. It is the one piece of marketing that gets the whole country talking. People want to know whether you have seen it, what you thought of it and if it made you cry. Nothing else in advertising sparks this level of nationwide debate.
So here are my top picks, the surprises and the ones that made me sit back and think… really. That was the idea you ran with.
And I am starting strong because I already know who wins. Waitrose. Simple.
Waitrose and the romcom magic
The Perfect Gift | Waitrose | Christmas Ad 2025
The Love Actually style references, the soft glow of festive lighting and the familiar British humour make this advert land exactly where a Christmas campaign should. It does not feel like a brand shouting for attention. It feels like a cosy moment that drops straight into the heart.
Casting Keira Knightley was a masterstroke. She brings instant cinematic charm. Pairing her with Joe Wilkinson creates the most unlikely but perfect balance. His warmth and understated humour, especially after his rise in popularity on Traitors, makes the entire pairing feel effortless. They feel like characters you want to spend time with.
Most importantly, the advert aligns with Waitrose beautifully. Warm, elegant and centred on the idea that food is an expression of love. It celebrates people who cook for the people who matter most. It feels premium without being pretentious and nostalgic without being predictable. It is the kind of Christmas advert that stays with you long after it ends.
Barbour and Wallace and Gromit
Barbour Christmas Film 2025 | Barbour x Wallace & Gromit
If the internet had its own vote, this might win. Barbour taps straight into British comfort culture with Wallace and Gromit front and centre. The animation stays true to the original style. The humour is gentle and familiar. The whole thing plays like a warm cup of tea on a cold day.
Nothing flashy. Nothing over produced. Just two beloved characters carrying a charming festive story. It is no surprise it is everywhere online. It feels safe, wholesome and very British in the best possible way.
Asda is going all in with the Grinch
Asda Christmas Advert 2025 – A Very Merry Grinchmas
If nostalgia is what you wanted, Asda delivered it with full confidence. The Grinch themed advert is loud, colourful and chaotic in the most entertaining way. Packed with references for anyone who grew up quoting the film, it moves quickly and does not take itself too seriously.
Some viewers say it is too much. Others love every second. Either way, it generates conversation, which is half the aim of a Christmas advert. It is fun, silly and memorable.
John Lewis’s rave advert
Where Love Lives | John Lewis & Partners | Christmas Ad 2025
Now onto the ones that missed the mark. I have to say it. I did not love the John Lewis advert this year. They are normally the gold standard. The brand that sets the tone for everyone else. But this year felt a little off.
Many viewers have said it feels too dark and not Christmassy enough. People feel it tries to force emotion without creating a real connection to the brand. Instead of the usual magic, we get a father and son storyline wrapped in a ‘90s rave theme that feels disconnected from the festive season.
Coca-Cola using AI
Coca-Cola Christmas 2025 | Europe
I have always loved the Coca-Cola Christmas adverts. The music alone is enough to make me feel excited for the season. It is a brand that helped define what festive advertising looks like. Which makes this year all the more disappointing.
The introduction of heavily AI-generated features felt strange. AI is already a divisive topic. Using it in one of the most nostalgic adverts of all time felt out of place. Many viewers said it felt cold and soulless, the opposite of the warmth Coca-Cola is known for, and I have to agree. For a brand built on the idea of real moments and real people, the choice felt ironic. Especially with a slogan that talks about being the real thing.
So, why does Waitrose win
Because it captures exactly what people want from a Christmas advert. Comfort, joy and a small moment of calm in the middle of December chaos. It is warm, charming and instantly festive. It feels like Christmas without trying to force it.
